Itch.io Tightens Policies: Bans Adult Content from Indie Game Marketplace

In a recent announcement, digital video game marketplace Itch.io revealed its decision to deindex adult and not-safe-for-work (NSFW) games, effectively removing them from browsing and search functionalities. This action was taken in response to a campaign spearheaded by Collective Shout, an advocacy group that has previously criticized various media outlets including video games, rap music, and lingerie commercials.

The focus of the campaign was “No Mercy,” a game depicting rape and incest, which had been available for sale on both Itch.io and Steam. In an open letter directed at executives from PayPal, Mastercard, Visa, and other payment processors, Collective Shout expressed concern over games that condone “men’s sexualized abuse and torture of women and girls,” stating that such content contradicts efforts to address violence against women.

The organization further argued that facilitating financial transactions for these violent and unethical games is inconsistent with the corporate values and mission statements of these payment processors.

Steam had previously announced plans to ban games that violate the rules and standards set forth by its payment processors and related entities, citing similar pressure. Itch.io also acknowledged the impact, stating that in order to maintain its operational capacity and continue providing a platform for developers, it must prioritize compliance with its payment partners’ regulations.

Itch.io noted that “No Mercy” was temporarily available on its platform before being banned back in April. The rapid development of the situation necessitated immediate action to protect the core payment infrastructure of the platform, without providing advanced notice to creators.

In response, Itch.io is currently conducting a comprehensive audit to ensure that all games offered on its marketplace meet the requirements of its payment processors. Adult content will remain deindexed until the audit is completed. Once the audit is finished, NSFW game creators will be required to confirm compliance with their payment processors’ policies.

Criticism surfaced on social media regarding Itch.io’s decision, citing the marketplace’s terms that state adult content violations are permanent and without opportunity for appeal, and that funds from offending accounts will not be eligible for payout. One developer commented that “If you violate the rules, we take all your money. Not just the money from that work, ALL your money from EVERYTHING you’ve ever made.”

This is not the first instance where payment companies have reportedly exerted pressure on online platforms regarding adult content. Last year, Gumroad implemented stricter rules around NSFW art due to restrictions from payment processors, and OnlyFans also blamed “banking partners and payment providers” for its decision to ban explicit content (a decision later reversed).

A Change.org petition with over 137,000 verified signatures criticizes Mastercard and Visa for their role in such decisions, demanding that the payment companies “stop censoring legal fictional content that complies with the law and platform standards” and “reject influence from activist groups that promote moral panic or misrepresent fiction as harm.”